In his keynote, Rik focuses on the essence of flexibility in the business world and offers organizations a strategy to adapt and thrive amidst disruptions and changes. The challenge to redefine the rules in the current era is enormous. With his extensive experience as a top manager at international companies in competitive markets, Rik reveals fundamental innovation principles that have stood the test of time and discusses the changing conditions in which businesses must innovate.

Rik provides enlightening examples from technological pioneers like Jack Ma and groundbreaking companies like Tesla. He distinguishes sense from nonsense in traditional models such as Porter's Five Forces and explains underlying trends using the Red Queen theory from biology. In conclusion, Rik presents various models to maintain a lead and makes recommendations that any company can apply for lasting innovation.